A group called Kick the Can Telluride that was pushing for the measure said Telluride voters shot down the tax by a 68% to 32% margin.

The proposal would have imposed a 1Â¢-per-fl.oz. tax on sodas, sports, energy and tea drinks, and sweetened coffees. Revenues would have been used to fund youth wellness programs and activities.

The National Beverage Association and Colorado Beverage Association campaigned against the tax. Similar proposals in the northern California cities of Richmond and El Monte failed last year following opposition from industry groups.